Luxury cars, jazz, cigars, and 600 friends of Miami magazine and the New World Symphony occupied the W South Beach’s Wet pool area on Saturday for the magazine’s second anniversary party.
The Collection, a high-end care dealership in Coral Gables, parked six luxury cars including a Maserati GT, Aston Martin V8, and Jaguar FXR in the hotel’s main driveway just outside the entrance to the pool area. "The W is so new that we wanted to come up with a different idea [for the party]," said Heidi Kellner, Miami's marketing director. "When we saw the outdoor space, we thought it would be great for a car sponsor to showcase, so we reached out to the Collection and they were really excited about it."
A raised platform at the far end of the pool served as a stage where the symphony’s jazz trio performed throughout the night along with DJ Rceez. 3B Productions used a six- by- eight-foot video screen above the musicians to display a video loop of the event's sponsors, including Grey Goose, Landshark Lager, Barefoot Wines, and Soleá, the hotel's in-house restaurant, which provided passed hors d'oeuvres. "Since we were working with New World Symphony, the W really came to the table with a lot of the services," said Kellner. "Having them on board as sponsors helped alleviate a lot of [the production] costs."
Representatives from Montecristo cigars created a pop-up shop in one of the poolside cabanas and gave away free cigars throughout the night, which wrapped up around 12:30 a.m.
